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Something Special launches second edition

Building on the huge success of last year’s Digital Enbotellarte programme, Something Special blended Scotch whisky is continuing its foray into the world of digital art with the launch of its 2009 Enbotellarte exhibition tour in Quito, Ecuador. 

Artists from across Latin America were challenged to create works of art inspired by the iconic Something Special bottle using the digital medium.  Enbotellarte director Eduardo Bolioli and his team of judges have selected a shortlist of the 15 best artworks from this year’s competition.  These winners will be showcased in the Enbotellarte 2009 exhibition, which will run in five markets throughout autumn.

With its distinctive, diamond-shaped bottle, which was the inspiration of one of Edinburgh’s most respected diamond cutters, Something Special is more than a Scotch whisky, it’s a work of art in its own right. So says brand director for Standard Blends at Chivas Brothers Geoff Parmiter who adds: “Transforming Enbotellarte into a digital art contest has allowed us to incorporate a wider variety of artists, such as filmmakers, animators, photographers, illustrators and designers.

“By showcasing the digital exhibition on we were also able to reach a much larger number of participants from every corner of Latin America and, as expected, the results are spectacular and have brought Something Special to life in a truly contemporary and innovative way.”

The success of the programme is reflected in the brand’s continued performance that has seen it become one of the fastest growing Scotch whiskies in Latin America.  The first Something Special Enbotellarte programme in 2000 established the brand at the forefront of contemporary art in Latin America.  Last year the brand turned to a new medium and brought the major digital art competition to the region, the first time that a spirit brand has been involved in such a project.

Something Special is a blended Scotch that is the No 3 Scotch brand in Latin America, with particularly strong sales in Venezuela and Colombia.  The Enbotellarte 2009 exhibition will visit a number of markets in South and Latin America including Peru, Columbia and Ecuador. 

The Standard Blend portfolio has been delivering a 7% increase in volume for Chivas Brothers since 2002 and represents 6m 9L cases in annual volume sales. Something Special is the No 3 Scotch brand in Latin America, with significant growth in Venezuela and Colombia.

1 December 2009 - Felicity Murray